Assessment of Frontline Employees’ Satisfaction and Customer Satisfaction: A Case Study on Ethiopian Airlines
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Date
2014-05
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Addis Ababa University
Abstract
The aim of this project is to describe the satisfaction level of employees and it‟s role on customer satisfaction, and investigate the situation of customer-employee interaction during service encounters .Even though the growing importance of frontline employees in service sectors are supported in main literatures, there are still problems where traditional approaches of managing business that dully focuses on external customers‟ satisfaction is still the believes of many firms.
The study employs a quantitative, descriptive survey study design to answer the research questions as it is found to be appropriate. Two kinds of population were encompassed (Customers and employees) and systematic random sampling design was employed to collect primary data . A target of 285 samples of customers were selected to evaluate the service provided by the frontline employees and perception of service quality and 85 frontline employee were selected to measure their satisfaction level based on five dimensions . The study uses a structured questionnaire to obtain information through direct solicitation of responses from front-line employees and customers.
The results also indicate the customers of the airline are happy with the service frontline employees provided. However the frontline employees are dissatisfied with their job from different perspectives. The results of this research enable managers of the company at each level to better understand the degree of managing front-employees to get a higher level of customers perceived service quality. This research could be seen as a prelude attempt in addressing the issue of Internal Marketing and perceived service quality that rely on both HR and services marketing theories and practices. Besides this research tries to give a new insight to looking at the subject a little bit different ways than the usual approach.
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Keywords
customer satisfaction, employees, external customers‟ satisfaction